Top 12 Web Analytics Challenges from eConsultancy Digital Cream, 3rd Mar 2010
by Jonathan Kay
Top 12 Web Analytics Challenges from eConsultancy Digital Cream, 3rd Mar 2010
I had the good fortune to be invited to moderate the eConsultancy Web Analytics roundtables at Digital Cream for the 3rd year running, and what a great event it was too. Discussions ranged from the very basics such as how to get started, through to more complex questions on the future of technology and data protection law. Here’s a brief summary of the hot topics.
Many attendees seemed to have made significant progress from previous years’ and thinking about insight rather than just reporting was definitely front-of-mind. Also, several companies were testing new technologies, of which Google Web Site Optimiser was well regarded by many.
Top 12 Web Analytics Challenges
1. How can I make my reporting more impactful?
When issuing reports or KPIs, don’t just churn out numbers and graphs but ensure that all reports have an appropriate narrative. This will help reduce the chance of 6 people reading the same reporting in 6 different ways and ensure that people understand your insight or hypothesis more clearly.
2. Is Google Analytics good enough, and when do I need to consider going to a paid for solution?
There were 2 main drivers behind this question.
(1) Some brands don’t trust Google and therefore didn’t want it having access to and owning their analytics data.
(2) A few people assumed that Google was significantly inferior to paid products. However, this was partly because they hadn’t kept up to date with Google recent advances, such as ‘Intelligence’ and ‘Advanced Segmentation’ which in my mind can outperform many like-minded reports from paid-for vendors.
The most important outcome was to make sure you are getting the most from the tool you have today. If you have sufficient resources to do this, and if it’s still not delivering, only then should you consider an alternative.
3. We know people buy, but beyond that we don’t know why!
This dilemma resonated with many. The main outcome from discussions was that not everything can be answered by analytics alone, so encourage your team / company to embrace surveys (email and site), use focus groups and usability.
Also, this was the first time since I worked in offline direct marketing (over 11 years ago), that someone actually told me they regularly attend their call centre and listen in. Reader take note – everyone should do this a few times a year.
Try and answer Avinash Kaushik’s favourite ever question, Task Completion Rate
4. How to better understand the bounce rate?
If you do a Google search or speak with any vendor / practitioner they will give you advice and white papers on understanding the bounce rate.
A neat addition to this was provided by our table host AT Internet who provide a scroll view report. Therefore, as well as measuring the bounce rate for a page you can now see how far, if at all, someone scrolled down your page before they bounced. Add a segment to this tool, and look at any page not just bounces and you have a great source of insight.
5. I hate tagging. How can I make it easier?
People were vocal about tagging issues and frustrations; be it vendor support (or lack of), through to issues with their IT dept. A poor implementation hinders everything else – insight, time management, sales and profit.
Single tagging solutions were mentioned, and quite a few times TagMan specifically (disclosure – I have done some consulting for TagMan). So, if you struggle to change a tag with less than 2 months’ notice to IT, or spend significant amounts on campaigns and want to be able to attribute revenues to clicks give them a call.
6. What’s the likely impact of legislation on measurement and tracking?
Something that I’d missed is that Germany may outlaw GA and this raised valid concerns. Though I suspect the chance of this happening is very remote.
7. Data integration – who is doing what to piece this together? Is anyone being successful and what’s driving success?
No one was willing to say that they had tackled this topic with great success. But I suspect things will change over the coming year.
There was a great article on Web Analytics Demystified recently which a few people had read. It stated that some companies are thinking about a basic / free solution for day-to-day basic reporting and also having a high-end solution which takes data from any source (not just Web Analytics) for true business-wide reporting. If this catches on, it could squeeze many paid-for vendors unless they can suitably expand their brand and portfolio; Omniture Insight being a good example. I bet a handful of leading-edge delegates in 2011 have started down this route.
8. How to secure more resources?
It’s a bit of a cliché, but make sure you have an elevator pitch. Quite simply, make sure you know how to succinctly pitch for what you want so when you meet your CEO he gets your point. Also, you must be able to clearly explain what you / your analytics department does and how you add value to the business so he doesn’t take resource away.
9. Social media – tell me more
Unsurprisingly, Social Media was a hot topic for pretty much everyone. However, what was surprising was how few companies had a dedicated headcount given that those who did were starting to generate significant traction. One company had over 50k Facebook fans within 1 year and they were able to attribute buzz to sales which was very encouraging.
Social will get bigger still as Microsoft pulls in real-time search from Facebook and Twitter in to Google and Yahoo. Therefore, it will be harder, and require more effort, for companies to get in to search as natural listing will get pushed down the page.
Facebook will try and become an ecommerce platform and enable micro payments. Did you know that Facebook has as many users as live in the world’s 4th largest country?
54% of US adults have a Facebook account. Brands need to move from ‘reaching’ to ‘leading’.
10. What should I be considering re mobile?
There was a great Keynote by Rebecca Lieb and Stefan Tornquist from eConsultancy’s New York office who pointed out that Mobile will be huge as Google is putting mobile 1st in everything it does because is more specific, location aware and satisfying to use. This explains why they are investing so much effort and resource in the Cloud and where Google goes others will follow.
11. What’s not killing email this year!
This was a great question raised in the keynote. Kids don’t use email but need an email address to get a social media account and when they eventually go to work they need an account too. So, email isn’t dying, just don’t waste your opportunities. Search for email reputation management for more info.
12. What good resources would you recommend?
Occam’s Razor and Avinash Kaushik was mentioned many times and is regarded by many as the best easy-reading resource for guidance and top tips.
‘Don’t Make me Think’ by Steve Krug was regarded as relevant for usability today as when it was first released.
My absolute favourite for good old school direct marketing is from Drayton Bird – but don’t read if you are overly PC.
So, to sum up … without good people tools are meaningless. Therefore, look at what you have and how you’re using it before you rush off to buy the next fancy tool. Spend more time researching and thinking rather than just ‘doing’ is key.
And if you’re a reasonable sized brand, seriously consider a dedicated headcount for social media, but recruit someone who loves your brand, is passionate and likes to talk and listen to your customers.
Nice write up
thanks !! very helpful post!